Experiences are about value, storytelling, and community – BDO’s Roger Loo

He emphasised that brands which adapt fast, embrace innovation, and stay authentic build stronger loyalty in challenging markets.

In today’s business landscape, where brand experiences are key drivers of success, companies must navigate the changing dynamics of customer engagement to remain relevant and resilient.

Roger Loo, Executive Director of the Management Consultancy Division at BDO Consultants Pte Ltd, shared his insight. With over 20 years of experience in business intelligence and management consulting, he has built a proven track record in areas such as market intelligence, brand research, feasibility studies, strategy consulting, internationalisation, family business advisory, and performance management.

His global expertise in management consulting spans China, Taiwan, Myanmar, India, Australia, USA, Indonesia, the United Kingdom, the Middle East, and North Africa.

As a judge at the Asian Experience Awards 2025, Loo highlighted how brands can navigate changing markets, embed customer-centricity, and balance innovation with measurable outcomes across culturally diverse regions.

Given your extensive experience, how has the role of brand experience evolved over the past years, especially for companies navigating changing markets?

Brand experiences have evolved significantly due to shifting consumer expectations and increasingly competitive, tech-driven markets. Today, brands must deliver personalised, seamless, and emotionally resonant experiences across digital and physical touchpoints. The rise of social media, e-commerce, and AI has empowered consumers whilst challenging brands to be more agile, transparent, and purpose-driven. Experiences are no longer just about products—they’re about values, storytelling, and community. In challenging markets, brands that adapt quickly, embrace innovation, and stay authentic build stronger loyalty and resilience. The focus has shifted from transactional interactions to long-term relationships built on trust and relevance.

Across the industries you've worked with, what are the most common strategic gaps that prevent companies from delivering consistent and high-impact brand experiences?

Strategic gaps that hinder high-impact brand experiences often stem from misalignment between brand promise and customer expectations. Many companies lack a unified vision across departments, leading to inconsistent messaging and fragmented experiences. Insufficient investment in customer insights, data analytics, and personalisation also limits relevance and emotional connection. Additionally, slow digital transformation, rigid legacy systems, and siloed operations prevent agility and innovation. A lack of employee engagement and brand culture further weakens delivery. To overcome these gaps, companies must integrate strategy, technology, and culture—ensuring every touchpoint reflects the brand’s values and resonates meaningfully with customers.

How can companies effectively embed customer-centricity into their strategic planning, particularly when operating across culturally diverse regions?

To embed customer-centricity into strategic planning in culturally diverse regions, companies prioritise inclusive research, local insights, and empathy-driven design. They invest in understanding regional values, behaviours, and preferences through data and dialogue. Cross-functional teams collaborate to align brand strategy with local relevance, ensuring products, messaging, and experiences resonate authentically. Flexible frameworks allow adaptation without compromising brand integrity. Companies also empower local leadership and foster community engagement to build trust. By integrating cultural intelligence into planning, businesses create meaningful, high-impact experiences that reflect customer diversity and drive loyalty across markets.

How can companies balance innovation with measurable business outcomes in their brand experience strategies?

Companies can balance innovation with measurable business outcomes by aligning creative brand strategies with clear performance metrics. This involves setting KPIs that track customer engagement, loyalty, and conversion whilst fostering a culture of experimentation. Agile methodologies allow rapid testing and iteration of new ideas, ensuring innovation is purposeful and data-driven. Cross-functional collaboration ensures brand experiences are both imaginative and commercially viable. By leveraging analytics and customer feedback, companies refine experiences to maximise impact. Ultimately, innovation must serve strategic goals—enhancing brand equity, driving growth, and delivering value—whilst maintaining accountability through continuous measurement and optimisation.

Looking ahead, what future trends do you foresee shaping how companies deliver meaningful experiences for their stakeholders?

To shape meaningful stakeholder engagement in the future, companies must focus strategically on authenticity, inclusivity, and shared value creation. Trends such as purpose-driven branding, digital personalisation, and community co-creation are redefining how brands connect. Leveraging data and technology enables a deeper understanding and responsiveness, whilst sustainability and ethical practices build trust. Cross-sector collaboration and transparent communication foster long-term relationships. Companies must embed stakeholder needs into strategic planning, ensuring every interaction reflects empathy, relevance, and impact. By aligning brand purpose with stakeholder values, businesses can create enduring engagement that drives loyalty, advocacy, and mutual growth.

As a returning judge at the Asian Experience Awards 2025, what key criteria will you be looking for when evaluating this year's nominees?

As a returning judge for the Asian Experience Awards, I would look for companies that demonstrate authenticity, innovation, and measurable impact in their brand strategies. I’d assess how well they align brand purpose with customer needs, create emotionally resonant experiences, and foster long-term engagement. I’d also value cultural sensitivity, inclusivity, and adaptability across touchpoints. Strong entries should show clear strategic intent, cross-functional collaboration, and use of data to drive personalisation and relevance. Ultimately, I’d seek brands that not only deliver memorable experiences but also contribute meaningfully to business growth and stakeholder value.